New honourees join 65 companies that have been inducted into Laureus Sport for Good Index since inception.
Sportswear brand Puma and energy drinks giant Red Bull are among 11 brands that have been recognised for implementing industry-leading purpose-driven campaigns that are delivering positive social and environmental impact through sport.
Confirmed:
- Other brands inducted into Laureus Sport for Good Index (the Index) include Decathlon, Dove, Enedis, E.ON UK, Lidl, Minute Media, Novelis, Tentree and Xbox
- Inductees span five industry sectors and their sport for good campaigns have impacted people in 195 countries
- More than half of this year’s inductees represent the sports goods and apparel and consumer products industries, with remaining brands coming from energy, technology and manufacturing sectors
Context:
Launched in 2021 in collaboration with SportsPro, and now in its fourth year, the Laureus Sport for Good Index recognises brands who are investing in sports campaigns and initiatives that drive positive social and environmental impact.
The Index is determined by an independent judging panel of industry experts, who evaluate each brand’s activities according to five criteria: impact, commitment, commercial viability, innovation, and alignment with the UN’s sustainable development goals (SDGs).
This year’s honourees were selected for the sport for good campaigns and purpose-led initiatives they have implemented over the past 18 months.
Supermarket chain Lidl, for example, has been recognised for its efforts to promote healthy living through nutrition and physical activity, while personal care brand Dove features for its work with Nike to empower girls to participate in sport.
The addition of 11 honourees in 2024 takes the total number of brands inducted into the Index since its inception to 76. Other companies that have previously been recognised include Athleta, DHL, EA Sports and Gatorade, as well as Google, Nike, Patagonia and TikTok.
All told, 17 countries spanning five continents are represented in the Index, which features 30 sports goods and apparel brands, the most of any sector. The next best represented industry is technology, followed by consumer products, financial services and energy.
Comment:
Katie Preston, head of projects at SportsPro, said: “Not only are we recognising those that have recently invested in honourable initiatives, but we are also continuing to spotlight our alumni of 65 brands to showcase how they are implementing their sustainability strategies, the growth of their sport for good initiatives, and lessons they have learned along the way.
“We are delighted that more and more businesses are investing in the sport for good space and continuing to use their influence to foster positive change.”
Astin Ewington, head of partnerships at Laureus, added: “We are thrilled to unveil the 2024 Laureus Sport for Good Index, which continues to showcase the immense potential of sport as a force for positive change.
“The brands featured this year are leading the way in addressing some of the world’s most pressing social and ecological challenges through innovative, purpose-driven initiatives. By highlighting their efforts, we hope to inspire more companies to leverage sport as a platform to create meaningful impact and contribute to a more equitable and sustainable future.”
Coming next:
The brands recognised in the Index will continue to be spotlighted through the Sport for Good Playbook, a SportsPro content series outlining how brands can use their investment in sport to drive meaningful change. They will also be invited to participate in roundtable events and workshops over the coming year, further details of which will be announced in due course.